This post may contain affiliate links. Please read my disclosure for details.A few months ago I wrote about how students in my social media class were using Microsoft Social Engagement to track metrics and do some social listening. At the time, I said I’d follow up with a post about how we were using the software in my communication research class. Well, the time has come! But, this post will do more than dive into how we are using Microsoft Engagement in my class. It will share with you a whole new project my research students are doing. This is post #1 in a 4 part series on a new assignment my students are working on in my communication research class. The assignment spreads over several weeks with a good amount of time in class working in the computer lab. The project is the result of continued and ongoing efforts I’ve been making in a few classes to enhance student education in social media analytics. The project replaces the sentiment analysis assignment I wrote about a few years ago. This post will cover an overview of the assignment (A copy of the assignment is below). Post #2 will discuss using pivot tables to analyze Twitter data. Post #3 will discuss Microsoft Social Engagement. Post #4 will discuss Netlyitic. Update: Post #2 on pivot tables is now available, as is Post #3 on MS Engagement and Post #4 on Netlytic. First, let me provide some context. In my communication research class (see all posts related to the class), students work in teams to complete 3 projects. Each project gets progressively more difficult. The project we are going to discuss today is project #2. Overview of Social Media Analytics Project for A Client The purpose of the assignment is for students to get experience performing a social media analytics audit of a client using a variety of social media analytics and social network analysis tools. The goal is for the students to try and understand their client’s current use of social media and provide insights and recommendations for enhancing that client’s social media presence. Each team was tasked with going out and finding a client that would agree to participate. While I had hoped that most groups would approach local businesses, they tended to focus more on on-campus groups like athletic teams. This may have been a result of convenience because each team had to acquire several months worth of Twitter data from their client. I will explain that in further detail when we discuss pivot tables in post #2. So students tended to go to on campus organizations where they already knew who ran the Twitter account. The three main components of the project are:
- Client Social Media Profile & Engagement Analysis
- Students use Pivot Tables to explore your client’s posts on social media and analyze their overall engagement. For example, students determine the top posts by their client which made that have gotten the most likes.
- Analyzing Trends
- Students use Microsoft Social Engagement to monitor and analyze the conversation surrounding the client’s brand.
- Social Network Analysis
- Students use Netlytic.com to build visual representations of their client’s social network on Twitter or Instagram and do some basic analysis.